Download AEM Lecture

Advertising
&
Event Management
(MGT-520)
ADVERTISING AND EVENT
MANAGEMENT
MR. ABID SAEED
(Assistant Professor)
Department of Management Sciences
COMSATS Institute of Information Technology
Islamabad
COURSE DESCRIPTION
Studying AEM introduces the scope and importance
of Advertising and Event Management.
Spotters
The textbook will cover the basic concepts and
theoretical frameworks.
Additional readings will supplement these theories
and provide current thinking on key topics.
Case studies will allow us to apply these theories to
real business environment.
COURSE OBJECTIVES
 To introduce students to the principles and
basic concepts of the advertising and marketing
communication process in a streamlined
integrated marketing strategy.
 To provide an understanding of advertising &
event management and its influences on other
marketing functions and promotional activities.
COURSE OBJECTIVES…
 To analyze and evaluate the fast-changing
field of advertising and promotion which affects
global marketing, society and economy.
 To develop positive communication skills by
extending the marketing communication
approaches and techniques into effective
marketing strategy and programs which are
necessary for communicating to target
audiences.
LEARNING OUTCOMES
Understand the importance of advertising in today’s
highly competitive business environment.
Describe a range of common advertising strategies
for use with each of the various marketing tools.
Recommend and justify an appropriate promotional
mix strategies to form a cohesive overall IMC
strategy for a given marketing task or situation.
LEARNING OUTCOMES…
Use examples from current events, as well as
more formal case studies, to apply, illustrate,
and discuss different advertising strategies.
Discuss key trends impacting on the current
practice of advertising.
Critically think about the importance of
effective business communications in all aspects
of marketing management.
RECOMMENDED BOOKS
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
 Event Management For Tourism, Cultural, Business and
Sporting Events by Lynn Van Der Wagen, Brenda R. Carlos
Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S. Moriarty
and J. Burnett, Published by Prentice Hall International.
Integrated Marketing Communications by David Pickton &
Amanda Broderick Published by Prentice Hall.
TEACHING METHODOLOGY
My basic teaching philosophy for this course is
to blend the theory and practice of Advertising,
Event Management and Integrated Marketing
Communication (IMC) in a comfortable,
supportive easy language that promotes active
learning.
ASSESMENT CRITERIA
ITEM
Spotters
ASSESSMENT TASK
TOTAL
MARKS
1
Assignments (4)
10%
2
Quizzes (4)
10%
3
Graded Discussion Topics (4)
05%
4
1st Sessional
10%
5
2nd Sessional
15%
6
Final Examination
50%
Your assessment & final grades will be based as per
University existing rules.
DISHONEST PRACTICE AND
PLAGIARISM
Spotters
Plagiarism is a form of dishonest practice.
Plagiarism is defined as copying or paraphrasing another’s
work, whether intentionally or through failure to take proper
care, and presenting it as one’s own.
In practice, this means plagiarism includes any attempt in any
piece of submitted work to present as one’s own work, the
work of another (whether of another student or published
authority).
Any student found responsible for plagiarism shall be subject
to penalties, including deduction of marks for the piece of
work submitted or a zero grade for the course.
COURSE OUTLINE
 Using Advertising & Promotion To Build Brands
 Introduction to Advertising
 Advertising’s Role in Marketing
 How Advertising works
 Strategic Planning
 Print and Out-of Home Media
 Interactive and Alternative Media
 Advertising Partners & Industry Organization
 How Brand Communication Works
 Media Planning and Buying
 Creative Message Strategies
 The Internet & Interactivity
 Advertising & IMC Media Planning
 Consumer Sales Promotion & Packaging
 Public Relations & Brand Publicity
 Direct Marketing: The Dialogue Builder
 Event Management
Using Advertising and Promotion
to Build Brands
Lecture Outline
 Old world and the new world of the
advertising.
 Opening Case of AFLAC
 What Is a Brand?
 What is Marketing Communication?
Chapter Perspective: Changing World
Old World
New World
“Talking At” Consumers
Two-way Dialogue With
Consumers
Focus on Winning New
Customers
Focus on Building Long
Term Relationships With
Consumers
Marketers Relied Primarily
on Advertising and
Promotions
Marketers Use and
Coordinate Many Different
Forms of Communication
With Consumers
Opening Case: AFLAC
+
+
Opening Case: AFLAC
Challenge:
Answer:
Results:
Only 14% recognized AFLAC brand
An advertising
IMC program
program
featuring:
featuring:
• “The Duck” as an anchor of consistent
set of “one look, one voice” messages
• The coordinated use of advertising,
public relations, and sales promotion
• 90% of targeted consumers are now
aware of AFLAC
• 30% increase in sales
What Is a Brand?
Brand: A perception resulting from
experiences with, and information about,
a company or line of products.
Brands Can Become
Very Familiar to Consumers
What is Marketing Communication?
Marketing Communication: Creating,
delivering, managing, and evaluating brand
messages which are the information and
experiences that impact how a brand is perceived.
Product
Price
Marketing
Place
Promotion
Promotion is the Primary Focus
Think About It
ADVERTISING
How would you explain “Advertising” to
someone?
Coke: A Successful User of MC to Build a Brand
Bibliography
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
 Event Management For Tourism, Cultural, Business
and Sporting Events by Lynn Van Der Wagen Brenda
R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S.
Moriarty and J. Burnett, Published by Prentice Hall
International.
Integrated Marketing Communications by David
Pickton & Amanda Broderick Published by Prentice Hall.
The End:
“Always be POSITIVE- happy, cheerful and
smiling.
People who communicate with a cheerful
and positive expression always seem to get
their message across.”